asiCast 194: Aquila – where is the eagle landing?
Exploring the latest developments in the USA’s advertiser-backed cross-media measurement initiative, asi’s John McCarthy interviewed Tina Daniels, President and COO of Aquila, and Josh Chasin, Aquila’s Chief Research Officer.
The interview serves as a reminder of what Aquila sets out to do – and what’s behind the name. Seeking to provide an independent foundational layer for cross-media measurement, John asks what the biggest achievements and learnings have been two years into the project.
Prompted by the need to deduplicate reach and remove wastage whilst minimising consumer irritation at excessive frequency of some advertising, John asks how far the advertiser trials of Aquila have come and what are they showing it can deliver? Is it likely to influence global cross-media measurement standards?
We look forward to learning more from the outcomes generated from Aquila at this year’s asi International Conferences in Venice, Italy, on 4th to 6th November 2026.
Tina Daniels and Josh Chasin talk with John McCarthy:
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